Abstract: While consumer behavior researchers have long studied word-of-mouth and diffusion of information among reference groups, the emergence of the internet has recently provided the means to empirically establish just how this process takes place, as well as who contributes to it. In this study, the way information was shared among consumers in relation to two product categories was described as following a power law. Implications for marketing and research are provided.
Publication Year: 2006
Publication Date: 2006-03-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 33
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